The objectives of this research are to build a scale to measure the performance of strategic marketing planning of a leisure farm by Ansoff matrix, and explore the relationship among respondents’ demographics, attitude toward the strategic marketing planning and willingness to visit the leisure farm. Using Jung-Tou Leisure Farm as a case study, this study surveyed 423 respondents. The research results are (1) tourists of different demographic background have different attitude toward the strategic marketing planning of a leisure farm, (2) tourists of different demographic background have different willingness to visit a leisure farm, and (3) tourists' attitude toward the strategic marketing planning of a leisure farm is positively correlated with their willingness to visit a leisure farm. Based on the research findings, this paper suggests the best strategic marketing planning for the leisure farm.